US Ancestry and American Identity Market Report 2021
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Providing the most comprehensive and up-to-date information and analysis of the US Culture and Identity Consumer market including the behaviors, preferences, and habits of the consumer.
Nearly seven in ten Americans say that the culture of their heritage has some degree of influence on their life and who they are. While some people feel their cultural heritage plays a more dominant role than other people, there’s consensus that part of being an American is having a diverse heritage and keeping ancestral stories alive.
Given the continuing influence of cultural heritage, plus the dominant role immigration is likely to continue to play in the country’s future, brands and companies must understand how to speak and appeal to the eclectic blend of cultures and lifestyles that make up America’s diverse population.
While food and cultural holidays are the primary ways in which people currently connect with their heritage, there are future opportunities for heritage travel, ancestry services, and cross-cultural experiences. Americans show distinct interest in learning more about their own cultural heritage and/or experiencing cultures different from their own. Brands across categories can help provide these experiences and appeal to this international interest.
Read on to discover more about the US Ancestry and American Identity consumer market, read our US American Values Market Report 2021, or take a look at our other Culture And Identity Market research reports.
Brands include: Tadka Tarot, Peloton, Airbnb, 23andMe, African Ancestry, 54 Thrones, Ceremonia, Kulfi Beauty, Pinterest, The Knot, Zola, Irish Central.
This report, written by Lisa Dubina, a leading analyst in the Culture and Identity sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In a time when the United States has possibly never been more divided, one area where the majority of Americans agree is the role of diverse heritage and ancestry in the American identity. Nearly seven in ten Americans agree that the culture of their heritage has influence on their life, though to varying degrees. Brands must understand how to speak and appeal to the eclectic blend of cultures and lifestyles that make up America’s diverse population, and at the same time understand the role that cultural heritage specifically plays in their target consumers’ personal identity.
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